The Influence Of Brand Trust On The Decision To Repurchase Sari Roti Products (Case Study On Sari Roti Consumers)
Dania Rava Fildza Zhia1) [email protected]
Hawignyo2)
1) 2)Faculty of Economics, University of Singaperbangsa Karawang
ABSTRACT
Bread companies in Indonesia are increasingly competitive, each company is required to develop skills and formulate appropriate and measurable marketing strategies to ensure business continuity and maintain brand trust. When customers have confidence in the brand, repeat buying behavior will be created. The purpose of this study was to determine how much influence Brand Trust has on the decision to repurchase Sari Roti products. This study used descriptive and verification methods with a quantitative research approach. The sample used in this study was 270 samples using probability sampling technique with random sampling technique using Isaac and Michael's formula. The types of data used in this study are primary and secondary data. The data is processed using SPSS (Statistical Product and Service Solution) software. The results of this study prove that Brand Trust has a significant effect on Repurchase Decisions where the sig value in f table is 0.000 <0.05 so it can be concluded that the Brand Trus variable has a significant and significant effect on purchasing decisions.
Keywords: Brand Trust , Repurchase Decision, Sari Roti
PRELIMINARY
Competition between companies today is very tight, because companies do not only compete with similar companies, but also with companies in other fields. The company's potential market is required to remain active and develop, to win the competition and reach existing potential markets. (Firlana, 2017)
The field of marketing is never separated from competitive conditions that are in line with the development of science and technology. Every company is required to adopt skills and formulate appropriate and measurable marketing strategies to ensure business continuity. (Iksan, n.d.)
High business competition makes companies compete with each other to dominate market competition. The impact of this intense competition is the emergence of increasingly diverse product choices. The requirements of consumers to choose the best product for them are becoming increasingly important. Understanding consumer needs is an important factor in formulating marketing strategies (Lantara &
Pramudana, 2020)
One of the industrial sectors that is currently becoming a concern is the food agro- industry, such as the bread industry. The development of the bread industry has become quite stable because bread products are one of the most popular and popular foods in Indonesia because they have complete nutritional content, bread also has a unique shape, taste and texture, and can be easily combined with other food ingredients. Intense competition is not only in the bakery industry, but also causes manufacturers to produce increasingly diverse products. Today's bakery products are not only seen as non-staple foods, but have become the staple food for some Indonesians. Bread products among teenagers have turned rice into a major source of carbohydrates. (Regar et al., 2016)
"Sari Roti" brand bread products produced by PT. Indosari Corpindo tbk is a product that has won the trust of the public. The increasingly fierce competition between companies selling similar products has led to competition for market share and to attract the attention of consumers by offering the products and products they want,
facing increasingly fierce competition, companies must formulate the right strategy.
(Setyawan, 2020)
Table 1
Bread Companies in Indonesia
Company name Shape Effort Bread Variants
Outlet Cart
PT. Nippon Indosari tbk (Sari Roti)
Sweet Bread (stuffed bread): Torn bread, stuffed bread, sandwich bread, cream bread, dorayaki, chiffon , bamkuhen, kastella, chessecake .
Bread: Peeled white bread, doublesoft white bread, pandan white bread, whole wheat bread, white bread, chocochips white bread, special white bread, raisin bread.
Indonesian Breadtalk Bread, whole cake, dry cake, cookies, and toast.
Pt. Mustika Taste (Holland Bakery)
Lady finger beef bread,
chocolate cheese, cheese mat, beef sausage bread, cooklat cheese, brown bread, cheese bread, beef meatball bread.
Lauw Bakery Spc cheese bread,
chocolate banana bread, sang bread, smokebeef bread, sausage bread, shredded bread, spc chocolate bread, cinnamon bread, raisin bread, chocolate cheese bread, pineapple bread, tie bread, chocolate bread cheese
bread, milk bread, mocha bread , green bean bread, coconut bread, eclairs, cheese xylophone donut, cheese jolli bread, cheese banana bread.
( source : https://www.sariroti.com/product-kami/ accessed 22 D es 2020, 20:55)
( source : https://order.btdelivery.com/ accessed 22 D es 2020, 21:07)
( source : https://www.hollandbakery.co.id/ accessed 22 D es 2020, 21:21)
( source : http://lauw.bakery.com/ accessed 22 Dec 2020, 21:39)
Based on table 1, it can be stated that there are many business actors in this type of bread business, as has often been heard, namely Sari Roti, Holland Bakery, Bread Talk and Lauw. One of the biggest bakery companies is PT Nippon Indosari Corpindo Tbk.
under the Sari Roti brand. Several variants of bread produced by Sari Roti include sweet bread, plain bread, etc. (source: https://www.merdeka.com/nippon-indosari- corpindo/profile/ 24 Dec 2020, 16:36)
Table 1Top Brand Index 2016-2020
(Source : http://topbrand.award.com 24 Dec 2020, 20:43)
Based on table 2 shows the best brands of bread according to the calculations carried out by the Top Brand Index (TBI). Sari Roti became the top brand from 2016-2020. The highest percentage of Sari Roti was 72.9% in 2016, while the lowest percentage of Sari Roti was 58.0% in 2019.
Top Brand Index 2016-2020
Brand 2016 2017 2018 2019 2020 Sari Roti 72.9% 69.1% 72.8% 58.0% 59.0%
BreadTalk 1.8% 1.5% 6.5% 9.5% 11.6%
Lauw 2.1% 1.3% 1.5% 2.3% 3.7%
Holland Bakery 1.5% 1.2% 4.4% 1.9% 4.5%
THEORITICAL REVIEW Brand Trust
According to Chinamona (2017) trust is defined as the customer believes that a certain brand can satisfy his desire, so when the customer has trust in the brand, your repeat purchase behavior will be created, which leads to commitment to the brand, and the relationship between the brand and the customer can be established . (Sanny et al., 2020)
A study by Guèvremont and Grohmann (2017) revealed an increase in the level of consumer confidence in brands that are considered authentic. Portals et al. (2019) agreeing that brand authenticity can facilitate the development of brand trust, as genuine brands tend to fulfill their promises while consumers trust brands that do what they promise . (Huang & Guo, 2020)
According to Kotler (2016) Brand trust can be created as a result of the behavior of customers who are reluctant to try other brands because the risk factor for trying something new is uncertain, tends to have a high commitment to remain loyal to the previous brand. (Kurniawan, 2017)
According to Adwidjaja Julio (2017) brand trust is the perception of reliability from the consumer's point of view based on experience, or rather on a sequence of transactions or interactions characterized by the fulfillment of expectations for product performance and customer loyalty. (Lantara & Pramudana, 2020)
According to Saifullah (2017) brand trust is the ability of a brand to be trusted, which stems from consumer confidence that the product is able to fulfill the promised value and the intensity of both brands based on consumer confidence that the brand is able to prioritize the interests of consumers. (Atmaja & Menuh, 2019)
According to Cakmak (2016), brand trust has the ability, capability, capacity needed to obtain consumer wants, and needs, which are described as consumer intentions towards the brand, taking into account consumer benefits, and problem solutions. (Sanny et al., 2020)
According to Hidayah (2016) Brand Trust has an influence on the sustainability of a brand, because when a brand has lost trust from consumers, products with that brand will be difficult to develop in the market. On the other hand, when the brand gains the trust of consumers, the product with that brand will be able to continue to grow in the market. (Atmaja & Menuh, 2019)
According to Delgado, brand trust is the ability of a brand to be trusted (brand reliability ), which is sourced from consumer confidence that the product is able to fulfill the promised value and good brand intentions (brand intention) which is based on consumer confidence that the brand is able to prioritize the interests of consumers.
Brand trust for consumers will have an impact on the loyalty of consumer attitudes or behavior towards a brand. (Naviah, 2016).
Buying decision
According to Kotler and Keller (2016), repurchase intention is a behavior that appears in response to an object when a consumer gets a positive response to past actions . (Firmansyah, 2020)
According to Phoung et al (2018) defines repurchase as a level of motivation for a consumer to repeat purchasing behavior on a product . (Saidani et al., 2019)
According to Kumar et al (2016) repurchase is defined as a statement related to the mind that reflects a buyer's plan to buy a brand or a certain company within a certain period of time . (Wingsati & Prihandono, 2017)
According to Nazwirman (2018), repurchase is a factor which will affect the relationship between customers and the company in the future regarding the company's profits and success. (Fitriyah & Adiwaty, 2020)
According to Nikbin et al., 2011 in Nazwirman, 2018 repurchase is a factor which will affect the relationship between customers and companies in the future regarding the profits and success of the company. (Fitriyah & Adiwaty, 2020)
The dimensions or indicators of repurchase decisions according to Ferdinand in (Tegowati, 2019)are as follows:
1. Transactional interest 2. Referral interest 3. Preferential interest
4. exploratory interest
Relationship between Trus Brand and Repeat Purchase
According to Adiwidjaja Julio (2017) consumer purchasing decisions have
linkage with brand trust along with the increase in the company's brand image. Brand trust will determine consumer purchasing decisions for the brand and trust will have the potential to create high-value relationships. According to Hidayah (2016), the decisions obtained by a consumer can encourage someone to make a repeat purchase, be loyal to the product or loyal to the store where he bought the item so that consumers can tell good things to others. (Lantara & Pramudana, 2020)
According to Kotler and Armstrong (2018) the higher the level of competition business that leads to the activity of marketing a product or service Companies increasingly need to be managed properly and professionally. This is because The company's success depends on the company's ability to meet consumer needs. In today's fierce competition, strategy survival is a reliable strategy because it will save marketing costs.
According to (Aslam et al., 2018) Survival strategies are achieved by building high loyalty to existing and occasional customers finding new customers, it is said that consumer loyalty to a particular brand is indicated by paying attention to the frequency of repeated purchases made by consumers. One of the determinants of repurchase is the ability of a product or service to reliably meet consumer demand.
According to Goh et al. (2016) show that consumers who believe in a product or service tend to choose the same product or service when they buy. According to (Lamet et al., 2016) consumers believe that a reliable product or service will make consumers willing to repurchase the product or service . (Wicaksono & Ellyawati, 2020).
RESEARCH METHODS
The research method used in this research is using quantitative methods with descriptive and verification approaches. The population used in this study was taken from followers of social media Instagram Sari Roti as many as 200,000 so to determine the sample in this study using Isaaac and Michael as follows:
𝑆 = 𝜆2𝑁𝑝(1 − 𝑃) ⅆ2(𝑁 − 1) + 𝜆2𝑃(1 − 𝑃) Description:
S = Number of Samples N = Total Population 𝜆2= With dk = 1
Error rates up to 1%, 5%, and 10%
P = Q = 0.5 and d = 0.5
Table 3
Determination Amount Sample from Calculation certain with level 1%,5%, and 10% errors
N S
1% 5% 10%
15000 635 340 266
20000 642 342 267
40000 563 345 269
50000 655 346 269
75000 658 346 270
100000 659 347 270
150000 661 347 270
200000 661 347 270
Based on table 3 formulas made by Isaac and Michael with a set error rate of 10%, the number of samples in this study amounted to 270 respondents. In this study the sampling technique used is probability sampling with random sampling technique. According to Sugioyono (2017: 63) random sampling, which means that sample members from the population are taken randomly without regard to the strata in the population. The data collection technique in this study is from a literature study in the form of books and journals and questionnaires or questionnaires.
Questionnaires in this study use statements or statements that will be submitted to respondents, (Noerdjanah Rahayuningsih & Toandi, 2018).
Table 4 Variabel Opration
Variable Variable Concept Dimensions/
Indicator
Size Scale Item No.
Question Brand
Trust (Brand Trust) (X)
Brand trust is the perception of reliability from the consumer's point of view based on experience, or rather on a sequence of transactions or interactions characterized by the
fulfillment of
expectations for product performance and customer loyalty (Adiwidjaja Julio, 2017).
Dimensions/Indicators of brand trust according to Delgado in (Fatikhyaid et al., 2016)
1. Achievement Result
2. Acting with integrity
3. Show Concern
Achievieng Result
Product Excellence Level
ordinal 1 Sari Roti brand products are superior to other brand products.
Expectancy Fulfillment Rate (Consumer expectations)
ordinal 2 The quality of the bread essence meets consumer
expectations Brand Trust
Level
ordinal 3 I believe in Sari Roti
Acting with integrity
Customer interest level
ordinal 4 I believe Sari Roti always puts the interests of customers first
The level of honesty in product manufacturin g
ordinal 5 Sari Roti is honest in making bread using quality ingredients
The level of consistency with the quality of the taste
ordinal 6 Sari Roti products will be consistent with the quality in terms of taste
Show Concern The level of completeness
of the
information provided
ordinal 7 Sari Roti provides information regarding the halal label by MUI
Level of willingness to respond to consumer complaints
ordinal 8 Sari Roti responds well to complaints
submitted by
consumers Level
provides product safety guarantee
ordinal 9 Sari Roti products are trusted and safe for consumption and the quality is maintained Repurchas
e Decision (Y)
The decision to repurchase is a factor which will affect the relationship between the customer and the company in the future regarding the profits and success of the company (Nazwirman, 2018).
Dimensions/Indicators of repurchase decisions according to Ferdinand in (Tegowati, 2019) are as follows:
1. Transactional interest 2. Referral interest 3. Preferential interest 4. exploratory interest
Interest Transactional
The degree of propensity (interest) to repurchase
ordinal 10 Flavors on offer Sari Roti products make me to buy again and again
The level of interest in
ordinal 11 I am interested in buying more than one
buying in the
short term type of Sari Roti
product The degree of
propensity to buy in the long run
ordinal 12 I buy Sari Roti products more than 3 times a month
Referral Interest
The degree of inclination (interest) to refer products
ordinal 13 I will recommend to others to buy Sari Roti products
The degree of inclination (interest) to review the product
ordinal 14 I will give a good review or opinion on Sari Roti products
The degree of inclination (interest) to provide product information to others
ordinal 15 I will tell others positive things about Sari Roti products
Preferential Interest
The level of tendency (interest) to place the product as the main choice
ordinal 16 Sari Roti is the main choice if you are going to buy bakery products
Level of
confidence ordinal 17 I will not buy bakery products if there is no Sari Roti brand
Interest level ordinal 18 Sari Roti products are more interesting to me Interest
Explorative
The degree of inclination (interest) to seek
information
ordinal 19 I will find out Information about Sari Roti
Interest level
to buy ordinal 20 I am interested in making a purchase after being informed Customer
desire level
ordinal 21 Sari Roti fulfills my wish
The data analysis technique used is verification with classical assumption test consisting of linearity test, normality test, homoscedasticity test, non-autocoellation test, and multicollinearity test. Hypothesis testing used is simultaneous and partial test.
RESULTS AND DISCUSSION Verification Analysis
Verificative analysis is an analysis by testing the truth through data collection in the field to determine the condition of each variable studied Brand Trust (X) and Repurchase Decision (Y).
Classic assumption test
Linearity Test (Correlation)
The linearity test is meant by predictors to determine the linearity of the relationship between the response variable and the predictor variable. Besides, it can be used to determine the significance level of the linearity deviation of the relationship. If the deviation found is not significant, it can be concluded that the relationship between the response variable and the predictor is linear. The linearity test can use the scatter plot and the correlation test with the following hypotheses:
H0; p=0 (no relationship between x and y)
H1; p≠ (there is a linear relationship between x and y)
Table 4
TEST OF LINEARITY S Correlations
Repurchase
Decision BrandTrust Pearson Correlation Repurchase Decision 1,000 ,768
BrandTrust ,768 1,000
Sig. (1-tailed) Repurchase Decision . ,000
BrandTrust ,000 .
N Repurchase Decision 270 270
BrandTrust 270 270
Source : Data Processing Results , 2021
Based on table 4, the correlation between the explanatory variable and the response variable, each has a P-value < 0.1. so that the decision to reject H0, means that with 90% confidence each explanatory variable has a real linear relationship (correlation) to the response variable. Followed by a fairly high correlation value.
Normality test
Normality test is used to determine whether a data follows a normal distribution or not by using the Kolmogorov-Smirnov method. With the provision that if the variable has a arithmetic value greater than 0.05, then the variable follows a normal distribution. The results of the normality test of the Brand Trust (X) and Repurchase
Decision (Y) variables can be seen in table 4.17 below:
Table 5 NORMALITY TEST One-Sample Kolmogorov-Smirnov Test
Unstandardi zed Residual
N 270
Normal Parameters a mean .0000000 Std. Deviation 4.59540229
Most Extreme
Differences
Absolute .072
Positive .034
negative -.072
Kolmogorov-Smirnov Z 1.185
asymp. Sig. (2-tailed) -121
Based on table 5 of the results of the normality test using the Kolmogorov- Smirnov normality test, the P-value of the KS normality test is 0.121 > 0.05. it can be seen that the residuals are normally di stributed.
Homoscedasticity Test
This method is used by l ooking at the scatter plot graph between the fitted value and the residual. Is there a certain pattern in the scatter plot graph where the Y axis is the predicted Y value and the X axis is the residual (–Y).
Figure 1 Homoscedasticity Test Results
Based on the graph, the residuals spread randomly, not following a certain pattern, so it can be concluded that the error has the same variance. Thus, the assumption of Homoscedasticity is fulfilled.
Non-Autocorrelation Test H0: =0 (no autocorrelation) H1: : 0 (there is autocorrelation)
Table 6
NON-AUTOCORRELATION TEST
Durbin Watson table k=6, n=37, alpha=0.05 : dL=1.130du=1.87
If d > du then do not reject H0. So, from the Durbin Watson test, it can be concluded that there is no autocorrelation, the assumption of non-autocorrelation is fulfilled .
Model Summary b
Mo del R
R Square
Adjusted R Square
Std. Error of the Estimate
Change Statistics
Durbin- Watson R Square
Change F Chang
e df1 df2
Sig. F Change 1 .768 a .590 .588 4.60397 .590 385,07
3 1 268 .000 1,926
a. Predictors: (Constant), BrandTrust
b. Dependent Variable: Repurchase Decision
Multicollinearity Test
Table 7
MULTICOLONIERITY TEST
Based on the table above, the VIF value of the brand trust variable is less than 10, this shows that there is no multicollinearity in the regression model.
Hypothesis test Simultaneous Test Hypothesis:
H0: variable X does not affect Y together H1: X variables that affect Y together
Coefficientsa
Unstandardized Coefficients
Standardi zed Coefficie
nts
t Sig.
Correlations
Collinearity Statistics
B
Std.
Error Beta
Zero-
order Partial Part Tolera
nce VIF 1 (Consta
nt)
-.561 2.376 -.236 .813
Brand
Trust 1.224 .062 .768 19.62
3 .000 .768 .768 .768 1.000 1.000 a. Dependent Variable: Repurchase
Decision
Table 8
SIMULTANEOUS TEST
ANOVA b
Model Sum of Squares Df Mean Square F Sig.
1 Regression 8162,207 1 8162,207 385,073 .000 a
Residual 5680,667 268 21,197
Total 13842.874 269
a. Predictors: (Constant), BrandTrust b. Dependent Variable: Repurchase Decision
Simultaneous testing was carried out with the F statistical test, based on the SPSS output, P-value 0.000 < 0.05 was obtained, so the decision to reject H0. That is, the explanatory variable X affects the response variable Y.
Partial Test Hypothesis:
H0: j = 0 (variable Xj has no significant effect)
H1: j 0 (variable Xj has a significant effect) j= 0, 1, 2,. . ., p; p= many parameters
Table 9 PARTIAL TEST
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) -,561 2,376 -,236 ,813
BrandTrust 1,224 ,062 ,768 19,623 ,000
a. Dependent Variable: Repurchase Decision
Based on the SPSS output, the P value of the Brand trust variable has a P-value of less than 0.05, so the decision to reject H0. So it can be concluded that that affects the decision to repurchase significantly or significantly.
Coefficient of Determination
The coefficient of determination (R-Square) is a proportion of y diversity that can be explained by the predictor variable x and the Adjusted R-Square (in simple
linear regression) is a proportion of y diversity that can be explained by the regressor variable x if the number of observations of the regressor variable x changes . The Adjusted R-Square (in simple multiple linear regression) is a proportion of y variance that can be explained by the predictor variable if the number of regressor variables changes.
Table 10
DETERMINATION COEFFICIENT
Based on the output of SPSS, the R2 value of 0.590 means that 59.0% The repurchase decision (Y) can be explained by the factors in the model (X). The rest is explained by other factors not included in the model.
Discussion
Brand Trust Effect to Repurchase Decision
The results of this study are widely supported by previous studies. Research, namely (Lantara & Pramudana, 2020) that the Brand trust variable has a positive and significant effect on consumer attitudes. Attitude has a positive and significant effect on purchasing decisions.
Research (Atmaja & Menuh, 2019)Brand Trust Research Results and Brand Image has a positive and significant effect on Online Purchase Decisions. This means that to increase the number of online cosmetic purchases, retailers or distributors of cosmetic products must maintain the image of the product so that consumer confidence in the brand can be maintained.
The results of this study state that in Brand Trust which includes: Achievieng Result, Acting With Integrity and Demonstrate concern have a positive and significant
Model Summaryb
Mod el R
R Square
Adjusted R Square
Std. Error of the Estimate
Change Statistics
Durbin- Watson R Square
Change F Chang
e df1 df2
Sig. F Change 1
.768a .590 .588 4.60397 .590 385.07
3 1 268 .000 1.926
impact on the Decision to Repurchase Sari Roti Products. This means that to improve repurchase decisions, it is necessary to maintain consumer confidence in the brand.
CONCLUSION
Based on the results of the research that has been done, it can be concluded that there is a positive and significant effect of brand trust on the decision to repurchase bread juice products. This is proven by the results of the simultaneous test (F test) and partial test (t test) as follows: The simultaneous test results show that the independent variable (brand trust) has a significant effect on the dependent variable (repurchase decision), namely the value of sig.F sig. 𝛼and the result of the coefficient of determination (Adjusted R Square) simultaneously shows an R value of 0.590, meaning that 59.0% The repurchase decision (Y) can be explained by the factors in the model (X). While the remaining 41.0% is explained by other factors that are not included in this research model. The results of the partial test show that the significant or significant influence on brand trust in bakery products is the decision to repurchase, namely sig.t < sig.α.
SUGGESTION
For PT. Nippon Indosari Corpindo Tbk and other similar companies that produce bread in this research are expected to provide information and input by increasing trust in a brand. Brand trust will increase consumer interest in making product repurchase decisions. For the next researcher is to be able to use new relevant theories because the theory of performance appraisal and compensation will experience changes and developments over time, but if you want to research about the same thing, namely the influence of brand trust on product repurchase decisions, it is hoped that this can be used as an additional reference. for other researchers.
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